MMA Releases Mobile Video Benchmarks
April 25, 2014
The Mobile Marketing Association (MMA) has released its first ever mobile video benchmark study, in partnership with companies including Tremor Video. The study focused on three key measures: Click Through Rates (CTR), Completion Rates and Non-Skippable vs. Skippable Ads. These criteria were evaluated through Ad Unit Length, Ad Format, as well as Time of Day, In-App vs. mobile, iOS vs Android and comparisons of phone usage vs. tablets. The study revealed very high completion rates (90+%) for mobile video.